Corporate Cultures and Global Brands

Rothacher, Albrecht

Corporate Cultures and Global Brands

in World Scientific Books from World Scientific Publishing Co. Pte. Ltd.

Abstract: This interesting book covers the development of 19 prominent European, American and Asian companies from their humble origins to their current status as global operators. The case studies review the changes of their corporate structures and the successes and failures of their marketing and branding strategies. A wide range of business sectors is covered, including foodstuffs, drinks, retail, apparel, electronics, aviation, cars and entertainment. Of prime importance for corporate survival and growth in all sectors and countries is the crucial shift from owner–founder–run companies to consolidated management-led corporations. The wide range of sectors and countries of origin featured also permits valid conclusions on the persistence of distinctive national management styles and brand images. This clearly proves that there are corporate limits to globalization, which companies during thoughtless cross-national mergers ignore at their peril.

Keywords: Corporate Cultures; International Branding; Global Marketing; Corporate Succession; Case Studies; Limits to Globalisation; National Corporate Identities; Mars; Sprungli-Lindt; Kikkoman; McDonald's; Coke; Zubrovka; Ikea; Seibu-Season; Benetton; Nike; Nokia; Sony; Virgin; Toyota; Fiat; DaimlerChrysler; BMW; Rover; Lego; Disney (search for similar items in EconPapers)
JEL-codes: F1 (search for similar items in EconPapers)
Date: 2004
ISBN: 9789812388568
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https://www.worldscientific.com/worldscibooks/10.1142/5551 (text/html)
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Chapters in this book:

Ch 1 Corporate Identities and Successful Branding , pp 1-17: Albrecht Rothacher
Ch 2 Mars Inc.: More Than Candies and Cat Food , pp 19-39: Albrecht Rothacher
Ch 3 The Bitter Sweet Chocolates of Sprüngli-Lindt , pp 41-47: Albrecht Rothacher
Ch 4 Kikkoman: Far Travelled Sauces , pp 49-55: Albrecht Rothacher
Ch 5 Who Loves McDonald's? , pp 57-64: Albrecht Rothacher
Ch 6 For God, America and the Real Thing: The Coke Story , pp 65-88: Albrecht Rothacher
Ch 7 Zubrowka Bison Vodka: The High Is the Limit , pp 89-101: Albrecht Rothacher
Ch 8 Ikea: The Småland Way Goes Global , pp 103-119: Albrecht Rothacher
Ch 9 The Rise and Fall of the Seibu-Saison Empire , pp 121-129: Albrecht Rothacher
Ch 10 United, the Benetton Way , pp 131-143: Albrecht Rothacher
Ch 11 Nike Just Did It , pp 145-164: Albrecht Rothacher
Ch 12 Nokia: Connecting People through a Disconnected Past , pp 165-182: Albrecht Rothacher
Ch 13 Sony: Made by Morita , pp 183-191: Albrecht Rothacher
Ch 14 Sir Richard Branson's Virgins , pp 193-207: Albrecht Rothacher
Ch 15 Toyota: The Reluctant Multinational , pp 209-224: Albrecht Rothacher
Ch 16 Fiat: The Festa Is Over , pp 225-237: Albrecht Rothacher
Ch 17 Corporate Mergers, Merged Brands in Trouble: DaimlerChrysler and BMW–Rover , pp 239-246: Albrecht Rothacher
Ch 18 The Lego Universe of Building Bricks , pp 247-255: Albrecht Rothacher
Ch 19 The Magic of Disney , pp 257-269: Albrecht Rothacher

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